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Praxishandbuch B2b-Marketing: Neueste Konzepte, Strategien Und Technologien Sowie Praxiserprobte Vorgehensmodelle - Mit 14 Fallstudien
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ISBN10: 3658400366
ISBN13: 9783658400361
Publisher: Springer Gabler
Published: Nov 3 2023
Pages: 1203
Language: German
ISBN13: 9783658400361
Publisher: Springer Gabler
Published: Nov 3 2023
Pages: 1203
Language: German
Dieses Buch stellt das State-of-the-Art-Wissen des B2B-Marketings praxisrelevant und umfassend dar. Mehr als 40 der besten Business-to-Business-Marketers befassen sich mit den aktuellen Grundlagen sowie mit neuen und praxiserprobten Strategien und Konzepten. Für diese zweite Auflage wurden die Beiträge optimiert und neue Begriffe, Konzepte und Fallstudien ergänzt sowie mit vielen Zahlen und Daten für die Forschung, Lehre und Praxis untermauert.
Das Praxishandbuch B2B-Marketing erläutert die rasch wachsende Anzahl moderner Begriffe, Instrumente und Vorgehensmodelle für das Industriegüter-Marketing. Fachbegriffe wie Account-Based Marketing, Buyer Journey, Content Management, Marketing-Automation, Lead Generation, Marketing Canvas, Social Selling, Touchpoint Sensitivity Analysis und Predictive Intelligence u.v.m. werden für das Marketing in gro en und mittelständischen B2B-Unternehmen auf den Prüfstand gestellt. Das Buch bietet sich für alle B2B-Marketers an, die ihre Marketing-Abteilung modern, leistungsorientiert und entwicklungsfähig aufstellen und so das Ansehen des Marketings im Unternehmen spürbar steigern wollen.
Auszug aus dem Inhalt
Mit Beiträgen von Andy Bacon, Bridge Associates +++ Jonathan Barrett, Publitek Ltd. +++ Dominik Brunner, PREDICTORES.AI +++ Alex Cairns, Movemarketing Ltd +++ Sönke Caro, STILL GmbH +++ Alexandra Ender, Hilti Deutschland AG +++ Dr. Beatrice Ermer, Digital-Marketing-Managerin und Dozentin +++ Prof. Dr. Andreas Fuchs, Hochschule Würzburg +++ Klara Gölles +++ Jenny Gruner, Hapag-Lloyd AG +++ Fabienne Halb +++ Prof. Dr. Julia Heigl, Ostbayerische Technische Hochschule Amberg-Weiden +++ Ansgar Hein, Think B2B Marketingberatung & Interim +++ Mark Herten, Publitek GmbH +++ Nils Horstmann, eviom GmbH +++ Prof. Dr. Hannes Huttelmaier, Technische Hochschule Würzburg-Schweinfurt +++ Kirsten Juliet Ives, moodley brand identity GmbH +++ Dr. Tórheðin J. Jensen, G tu, Faroe Islands +++ Christian Kastner +++ Lutz Klaus, Marketing ROI Experts +++ Jens Kleine, E.ON Business Solutions GmbH +++ Mike Kleinema , thyssenkrupp Material Services +++ Prof. Dr. Uwe Kleinkes, Hochschule Hamm-Lippstadt +++ Lukasz Kosuniak, Grow Consulting Sp. z o.o. +++ Dr. Werner Krings, Framingham State University USA +++ Ferdinand Mayr, Mayr Antriebstechnik +++ Olaf Mörk, Mörketing +++ Connor Moseler, Mercedes-Benz Group AG +++ Alexander Mrohs, B2B Marketing Machine +++ Vera Müllner +++ Miroslav Negovan, Delphi Data Labs GmbH +++ Markus Niehaus, Greenfiel uG +++ Oliver Nolte, lead on GmbH +++ Stefan Prath, HAGE3D GmbH +++ Boris Ringwald, Boris Ringwald Vertriebs- und Marketing Consulting +++ Mariana Romero Palma, Andritz +++ Prof. Dr. Philipp Schmid, Hochschule Kempten +++ Stefan Schulz, Brady Europe, Middle-East & Africa +++ Prof. Dr. Uwe Seebacher, Hochschule München, München +++ Martin Sinnig, m.pulse +++ Michael Stangl, Talto +++ Lukas Strohmeier, Delphi Data Labs GmbH +++ Susanne Trautmann (M.A.), marketing-canvas.de +++ Bernd Trummer, Agentur Fynest +++ Markus Weinländer, Siemens AG +++ Sabrina Wei , E.ON SE +++ Stephan Wenger, AVL List GmbH
Auszug aus dem Inhalt
- Die über 100 wichtigsten Begriffe im Bereich B2B-Marketing
- Das B2B-Marketing-Reifegrad-Modell 2.0
- Marketing Automation - so sieht das perfekte Prozessmodell zur Implementierung aus
- Erfolgreiches Lead-Management - planen, einführen, umsetzen
- Content-Management und Content-Marketing - mit Smart Content die Kunden trotz Informationsflut erreichen
- Social-Media und Social-Selling in B2B
- User Experience und Touchpoint-Management - ein Toolkit für das Touchpoint-Performance-Management
- Lean-Brand-Management im B2B-Bereich
- Neue Beiträge zu Themen wie agiles Marketing, Community-Management, Conversion-Rate-Optimierung bis hin zu Employer Branding oder Reengineering der Unternehmenskommunikation
- Fallstudien von führenden Unternehmen wie u.a. von FYNEST International, Hapag-Lloyd, der Mayr Antriebstechnik, dem Intralogistikdienstleister STILL, von Talto - Talents of Tomorrow, u.v.m.
Mit Beiträgen von Andy Bacon, Bridge Associates +++ Jonathan Barrett, Publitek Ltd. +++ Dominik Brunner, PREDICTORES.AI +++ Alex Cairns, Movemarketing Ltd +++ Sönke Caro, STILL GmbH +++ Alexandra Ender, Hilti Deutschland AG +++ Dr. Beatrice Ermer, Digital-Marketing-Managerin und Dozentin +++ Prof. Dr. Andreas Fuchs, Hochschule Würzburg +++ Klara Gölles +++ Jenny Gruner, Hapag-Lloyd AG +++ Fabienne Halb +++ Prof. Dr. Julia Heigl, Ostbayerische Technische Hochschule Amberg-Weiden +++ Ansgar Hein, Think B2B Marketingberatung & Interim +++ Mark Herten, Publitek GmbH +++ Nils Horstmann, eviom GmbH +++ Prof. Dr. Hannes Huttelmaier, Technische Hochschule Würzburg-Schweinfurt +++ Kirsten Juliet Ives, moodley brand identity GmbH +++ Dr. Tórheðin J. Jensen, G tu, Faroe Islands +++ Christian Kastner +++ Lutz Klaus, Marketing ROI Experts +++ Jens Kleine, E.ON Business Solutions GmbH +++ Mike Kleinema , thyssenkrupp Material Services +++ Prof. Dr. Uwe Kleinkes, Hochschule Hamm-Lippstadt +++ Lukasz Kosuniak, Grow Consulting Sp. z o.o. +++ Dr. Werner Krings, Framingham State University USA +++ Ferdinand Mayr, Mayr Antriebstechnik +++ Olaf Mörk, Mörketing +++ Connor Moseler, Mercedes-Benz Group AG +++ Alexander Mrohs, B2B Marketing Machine +++ Vera Müllner +++ Miroslav Negovan, Delphi Data Labs GmbH +++ Markus Niehaus, Greenfiel uG +++ Oliver Nolte, lead on GmbH +++ Stefan Prath, HAGE3D GmbH +++ Boris Ringwald, Boris Ringwald Vertriebs- und Marketing Consulting +++ Mariana Romero Palma, Andritz +++ Prof. Dr. Philipp Schmid, Hochschule Kempten +++ Stefan Schulz, Brady Europe, Middle-East & Africa +++ Prof. Dr. Uwe Seebacher, Hochschule München, München +++ Martin Sinnig, m.pulse +++ Michael Stangl, Talto +++ Lukas Strohmeier, Delphi Data Labs GmbH +++ Susanne Trautmann (M.A.), marketing-canvas.de +++ Bernd Trummer, Agentur Fynest +++ Markus Weinländer, Siemens AG +++ Sabrina Wei , E.ON SE +++ Stephan Wenger, AVL List GmbH
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